World Association of Newspapers and News Publishers

Expect Expo to exhibit an array of opportunity

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Expect Expo to exhibit an array of opportunity

Here we take a look at some of the top trends and how a visit to the exhibition and related conferences can help visitors on their individual quests to address the issues that concern them the most.

As many publishers continue their digital transformation process, having a state-of-the-art content management system (CMS) that readily allows a full range of content (text, photo, video, audio and more) to be accessed by anyone on the editorial team who needs to get at it – regardless of where they might be located – is essential.

Equally important is the need for that content to be quickly and easily edited for, and then distributed across, a variety of platforms and social media. In these days of smaller staffs, it's also imperative that these systems be easy to use.

Expo visitors will find numerous CMS suppliers in Berlin, from the storied companies who have developed their solutions over decades, to newcomers and startups who are testing the waters of news publishing.

One of the biggest challenges facing publishers is getting readers and users to come back to their content – regardless of where or how it is published – over and over again.

Those readers who do this are far more valuable than the occasional visitors or "drive-bys." They see more advertisements and are more likely to be monetised via subscription. That reader will draw other users in as well, by means of recommendations.

Therefore, finding out more what kinds of content engages users is crucial, and Expo visitors will find a growing legion of high-tech, nimble companies and developers in this field.

Making platform publishing efficient

For news organisations, publishing to platforms such as Google AMP and Facebook Instant Articles poses a challenge insofar as it cannot be automated. But with mobile growing rapidly as a means of consuming news, platform publishing (also known as distributed content) has been deemed a "must" at many organisations.

A major question, of course, is how to do it as efficiently as possible. Thus editors and journalists need simple tools and interfaces for delivering native content to each of these platforms, something that editorial system and CMS providers are sure to inform about this year in Berlin.

Andreas PfeifferAndreas PfeifferAt Expo, publishers should not miss the presentation "Platform Publishing and Distributed Content: Where do we go from here?" by Andreas Pfeiffer, Editorial Director, Pfeiffer Report, France.

He will speak during a session titled The Facebook Content Challenge at 11:30 Tuesday, 10 October, on the Conference Stage. After excessive initial excitement and bold claims about Instant Articles, Google AMP and other social platforms, the time has come to see what is really happening.

This presentation will assess the impact and emerging trends of platform publishing, and how news media can make the most of this challenging way of distributing original content.

Automated processing of comments – users' reactions to journalistic content – is a reality. But what about the next step: generating the content itself without the need for human intervention? "Robot journalism" clearly has potential.

By automatically generating text about relatively straightforward situations, such as sports contests, finance, business reports and weather, it promises to free up journalists' time for use where their creative capabilities have a chance to shine through. On top of that, robots are faster, and of course they don't make mistakes in statistics!

New perspectives on automated journalism

That said, most of the publicity about automatic generation of news content has centered on text. Also, it has lacked the perspectives of those working directly with the technology.

In a presentation titled "Robot journalism: Producers' perspectives and audience assessments," Neil Thurman, Professor of Communication, Department of Communication Studies and Media Research, Ludwig-Maximilians-Universität Munich, will present some findings on news consumers' evaluations of the quality of computer-generated news video. His presentation will take place at 11:30 Tuesday, 10 October, on Content Stage 2.

Melanie Rossmann, from the same university, will speak on "Robot journalism and automated news: Current applications, readers' perceptions, future trends" at 12:25 the same day on that stage.

In addition, several vendors will present their applications of artificial intelligence to areas such as automatic moderation of social media discussions, hyper-personalisation of newsfeeds, and training of journalists.

Guided Tours offered during the Expo

What products or services do you want to see at the Expo? Don't waste time wandering around trying to find the relevant exhibitors.

We will guide you to the parts of the exhibition that are most interesting for you.

Our one-hour Guided Tours start during the breaks between the sessions of the Print World and Digital Media World conferences, and bring you directly to the exhibitors who are featuring the products or services you are interested in.

These are some of the themes of the Guided Tours:
• CMS Publishing Systems
• Digital Advertising and Paid Content
• Multichannel Publishing
• Prepress, Printing and Mailroom
• Platform Solutions, Data Analytics, Apps
• Digital Video, VR, AI

More information is available at or by writing to

Digital advertising trends

Advertising remains a fundamental component of online news media revenue. By visiting the Digital Advertising Pavilion, as well as the longtime ad solution providers of DCX, media executives will have an opportunity to both understand new trends and find new solutions.

The whole show in Berlin will be packed with ideas and insights from technology partners and advertising experts. Branded content, contextual advertising, affiliate marketing, out-stream video, mid-roll, header bidding – these are just a few of the recent trends in digital advertising.

The market is changing rapidly. Publishers need to be familiar with new targeting options being introduced to the market, such as time- and geo-targeting.

New developments in personalisation allow ads to be enriched with a personal video message or photo gallery. Upcoming technologies like Augmented Reality (AR) have evolved quickly, adding an extra digital dimension to classifieds or display on print.

Aligning CMS and ad server technology

But ad tech is meaningless without the right infrastructure and processes in place. Good technology partners can help align CMS and ad server technology. The CMS exhibitors offer more ad integration than ever before. And many other exhibitors support ad production, selling and publishing with their products.

Publishing ad executives can learn more by attending the parallel Expo conferences. For example, talks cover automation of ad production, better operations, and wider process improvements – not least the selection and training of the sales team.

Mike BlinderMike BlinderCombining print and digital sales remains a big challenge for all traditional publishers.

"If you make the packaging of the digital products easier to understand to the advertiser and the sales reps, and if you infuse them better, you can get more print sold and more digital sold and higher market share," says Mike Blinder, President and Founder of the Florida-based Blinder Group and a speaker in Berlin.

In his speech at the Print World conference, Blinder will offer recommendations on how media executives can successfully position their sales teams and how they can integrate digital components into their existing product portfolio (Wednesday, 11 October, 15:30, session title: "New Print Business," Conference Stage).

A next step beyond advertising for a growing number of publishers is delving into e-commerce, and interested visitors will find vendors in Berlin offering just these types of solutions.

New DCX Expo joins IFRA World Publishing Expo

Last fall, WAN-IFRA announced that it had formed a joint venture with børding Holding and founded the Publishing Exhibition company to organise the Expo.

WAN-IFRA took the occasion to launch the new "DCX Digital Content Expo," aiming to substantially support and develop the growth market of digital content production.

At the same time, the tradition of the IFRA World Publishing Expo will continue as the interface between print and cross-media publishing, highlighted under the motto of "Make Publishing Successful." The new DCX Digital Content Expo, held concurrently with IFRA World Publishing Expo starting this year, presents ideas and solutions for creation of all form of content and distribution over mobile, social, online and new emerging digital platforms.

The combination of an international marketplace and a high-quality conference programme makes IFRA and DCX the place to be for media companies and digital publishers.

Production trends

As noted in the executive summary of the upcoming WAN-IFRA Report on high-value print production, "Publishers want to offer higher-value newspapers in order to gain competitive advantages. Newspaper printers aim at offsetting declining print circulations and volumes by acquiring additional print orders."

WAN-IFRA Deputy CEO Manfred Werfel, the co-author of the report, said the technological trends driven by those developments are primarily in the areas of paper and mailroom equipment.

Printing plants that once produced traditional newspapers are now printing "magazines and catalogs, but also improved newspapers, higher-value newspapers with better quality paper," said Werfel.

"In the survey for our report, we asked what technology or material is used to print higher-value products, and the No. 1 answer was the paper. That means much higher paper grades – whiter paper and so on – but still printable in coldset. The majority of newspaper printers does not invest in heatset or UV printing," he added.

That said, different technologies are popular in different regions around the world, said Werfel.

In the Arab Gulf states, for instance, heatset is "more or less standard," while in Europe waterless printing is more common. In central Europe, there are many well-established independent heatset printers who dominate the market, so newspapers do not enter that realm.

Mailroom becoming a production facility

Werfel continued, "The paper, in conjunction with the mailroom, gives you a lot of opportunities to print objects other than newspapers. In the mailroom you can produce brochures, you can trim them to any size, you can collate, you can insert and so on. The mailroom is becoming more and more a production facility. The final assembly of the product is done in the mailroom. Parts of the product might come from other printers; a glossy envelope or cover may come from a heatset printer. Because newspapers already have the mailroom, they can just add some modules and then they can produce more products... You have more stitching in the mailroom, which is of a higher quality" than stitching on the press.

Manfred WerfelManfred WerfelWhile the general level of investment remains low, Werfel said, "What I think is remarkable this year is that you have a couple of rather large investments. For instance, Styria Group in Austria is investing 30 million euros in new printing presses and mailroom equipment. Also, in northern Germany a small newspaper invested more than 1 million euros in mailroom equipment (see more about this in our Exhibitor News pages, beginning on page 20). So there is investment, but mainly in those areas that promise new business."

Investment in digital printing remains hampered by the costs involved, but some publishers are developing promising business models involving personalisation. Werfel cited the example of French publishing company Sogemedia, which specialises in local weekly newspapers and follows a clear strategy of hyperlocal and personalised publishing.

While other regional newspapers in the area are reducing their numbers of local editions to save costs in editorial, production and distribution, Sogemedia has chosen the exact opposite direction, using digital printing to publish no fewer than 11 hyperlocal editions of a paper that formerly had just one edition circulating 8,000 copies.

Start-up Park launched at DCX Expo in Berlin

Partnering with Future Media Lab, WAN-IFRA and its Global Alliance for Media Innovation (GAMI) are launching the Startup Park in Berlin.

The exclusive new business platform allows the next generation of tech entrepreneurs and start-ups to meet and engage with the global network of media executives attending

The Start-up Park presents innovations to help the show visitor move into an era dominated by ad-tech tools, new forms of narrative and engagement with the audience such as virtual and augmented reality, artificial intelligence, automated generation of content.

Also discover new productivity tools powered by machine learning, predictive analytics, and business models for monetising digital content.

At their exhibition stands, entrepreneurs will show the new solutions they have developed.

Furthermore, the Startup Park will combine networking opportunities, 30-minute lectures and pitches, and a "best of show" contest. The new area is a joint initiative by WAN-IFRA's Global Alliance for Media Innovation (GAMI) and the Future Media Lab, an open forum that brings together media professionals, tech innovators, journalists and policy makers – hosted by EMMA, the European Magazine Association.

Vincent Peyrègne, CEO of WAN-IFRA, says, "The Start-up Park is an initiative that helps news media organisations to shift their business in a constructive and collaborative way."

Says Max von Abendroth, Founder of Future Media Lab: "Looking at the wide range of innovations happening today, driven by the smartest and most creative entrepreneurial minds in Europe, we get a feel for the changes Europe's media sector is going through. Start-ups presented in Berlin in October offer forward-looking solutions."

(Photos from World Publishing Expo 2016 in Vienna by Krisztian Juhasz.)


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2017-09-12 11:25

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World Publishing Expo & Digital Content Expo

The leading exhibition for technology to publish news on mobile, in print and online, featuring the two free conferences – Digital Media World & Print World – plus expert Guided Tours.

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